HGTV Invites Country Music Fans into its 'Home - Event Marketer

HGTV Invites Country Music Fans into its ‘Home

2016-Ex_EX_EnvironB2C_HGTV
Brand: HGTV
Agency: POP2LIFE
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2016

The CMA Festival in Nashville is a massive event that draws 80,000 country music fans for a star-studded concert, activations and other fan experiences. HGTV set out to give its country music-loving viewers something more intimate with its HGTV Lodge, an activation designed to connect fans with their favorite artists in a sleek but rustic setting befitting the cable network’s brand. Over the four-day run, HGTV hosted 20 artists and 6,000 fans while giving attendees inside the venue ample reason and opportunity to share on social media.

The 3,500-square-foot custom-built lodge was located just minutes from LP Field (the festival’s concert venue) in downtown Nashville. Knowing CMA festivalgoers are just as passionate about country music as the network’s audience is about its homes, HGTV needed to wow them with design and materials. Forty-percent larger than the previous year, the lodge boasted reclaimed barn wood floors and iron chandeliers, air conditioning, a 900-square-foot VIP lounge on the mezzanine, a stage and a “relax and recharge” area.

Serious artists performed including Lady Antebellum, Darius Rucker and Zac Brown Band. HGTV’s DIY Network star Alison Victoria and HGTV’s David Bromstad, and Great American Country’s Suzanne Alexander and Nan Kelley co-hosted the space. Sweetening the deal, there were cash giveaways and a sweepstakes for fans who uploaded photos from the experience to Twitter, Facebook or Instagram with #LoveHGTV.

Knowing country fans are famous for their loyalty, with both their favorite artists and the brands they support, HGTV scored points by inviting them into its “home.”

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